Why should I not complain? Analysing eShopper’s behaviour in digital supply chain

Abstract

International audienceThis study provides insight into the consumer's experience and the factors that trigger complaint behaviour among eShoppers of Tech-products from Amazon after the surge of COVID-19. The online survey was used to collect data from Amazon eShoppers. In total, 316 response data were subjected to reliability and validity analysis, along with the PLS algorithm and bootstrap significance analysis to validate the structural relationships. Justice was proved to be a second-order reflective construct having three latent constructs (procedural, distributive, and interactional justice). A significant positive relationship between justice, security, and consumer satisfaction was found. Similarly, word of mouth and consumer satisfaction account for a positive significant impact on complaint intention. The framework is a novel contribution towards eCommerce DSC and provides implications for DSC managers and eVendors to evaluate the eShoppers concerns in the context of digital social exchange, particularly after COVID-19